How To Get The Best Testimonials

Using customer testimonials in your marketing materials (sales letters, brochures, Web site, advertisements, etc.), is one of the most powerful marketing and sales tools available.

Very similar to personal referrals, testimonials lend credibility to you and the products or services you offer.

Obtaining testimonials is as simple as asking; customers and clients are often agreeable to giving you an endorsement to use in your marketing efforts. However, all testimonials are not created equal. They must make the most impact and serve a specific purpose depending on your marketing goals, e.g. increasing sales, establishing you as an expert, providing reassurance to prospects, etc.

Effective Testimonials:

1. Showcase your business using the real-world
   experiences of your trusted customers
2. Address a specific issue and portray you as the solution

The Easiest Ways To Secure Effective Testimonials

Most people are inexperienced in providing testimonials, so it's your job to make the process as easy as possible. The more you do to facilitate it, the more likely they are to respond favorably. Here are a few ways to make capturing testimonials effortless:

1. Email a sample of an optimal testimonial. Or guide them to your existing testimonials page, if you have one. If not, quickly write a sample they can use as a starting point.


2. Write the testimonial for them. Although it sounds awkward, this is a common practice and makes writing less intimidating. They edit the content and send the final back to you.


3. Automate the testimonial process. Create a template at your Web site for clients and customers to easily submit answers to no more than 5 questions. Choose generic questions that are most fitting to your target audience. Then include a comments field for them to supplement or enhance their answers to the questions. What is submitted becomes your testimonial. Also provide the ability for them to upload a quality picture of them which you'll place with their testimonial.

Keep your eyes open throughout the everyday life of your business for 'testimonial-potential.' That's my term for any positive feedback you can use to build consumer confidence in you and your business. Even a few words in a random email can be used somewhere, somehow. If you want to rework them to better serve your purposes, simply ask the contributor if it's okay. Be sure to ask for permission to use any unsolicited testimonials whether you use them as-is or change them. And ask for a quality picture or pull one (with their permission) from their Web site. Pictures dramatically increase the effectiveness of testimonials.


Testimonial Signature Lines

The most effective testimonials include the person's full name, business name, title or city and state (depending on what's more relevant) and a quality photo. If they have a business name and the testimonial relates to their business success, include their web address and/or email, as well. Any web addresses should not be live links, e.g. www.GailsFloral.com vs. www.GailsFloral.com


As you can see, powerful testimonials that compel users to take action after visiting your Web site requires an initial investment of time. But those testimonials will work for you every hour of every day from that point forward, so it's well-worth the investment in yourself and the life of your business.